Presentation Include Ø Introduction Ø Brand Personality Ø Marketing Mix

8/14/2019 Presentation Include Introduction Brand Personality Marketing Mix

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Presentation Include Introduction Brand Personality Marketing Mix Product Mix MacroEnvironment Strategies Adopted Competitors Issues SWOT Analysis CSR


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HISTORY OF NOKIA It also provides the services for network operators. Company recorded revenuesof 41,121 Million in 2007 about 20.3% increase from 2006. Company offers itsproducts in 150 countries. Its HQ is in Espoo, Finland and employees about68,500 people . Other company of Nokia are in China , Hungry , Germany , Koreaand India


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History

A leading player in mobile communications all over the world, NOKIA first startedoperations in the early 1980sThe NOKIA "arrows" logo before its Connecting People logo.

NOKIA Company logo. Founded in Tampere in 1865, logo 1966.

Finnish Rubber Works Ltd, Helsinki:1898

"Connecting People" slogan, invented by Ove Strandberg.


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History of NOKIA Nokia is a Finland based company, incorporated in 1967. Nokia started of as apulp, rubber & cable manufacturing company by Knut Fredrik Idestam in 1865. Finnish Rubber Works acquired Nokia Wood Mills Telephone & Telegraph cables. Nokia Corporation created 1967 - paper


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History of NOKIA Nokia began developing the digital switch (Nokia DX 200) which became a success. In 1970, Nokia started taking an active interest in the power & electronicsbusinesses. In 1987, consumer electronic became Nokias major business. 1991Nokia - agreements to supply GSM networks - nine European countries.


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History of NOKIA Between 1992 & 1996, the company exited from the rubber and cable businesses August 1997 Nokia - GSM systems to 59 operators in 31 countries. Its theleading manufacturer of mobile devices. Nokia offers a wide range of mobiledevices with the experience in music, video, imaging,


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Some First for NOKIA in INDIA

Entered in 1994 Nokia 2110 first ever GSM call Operating office New Delhi,Mumbai, Kolkata, Bangalore, Hyderabad, and Ahmadabad R&D facility in Bangalore,Hyderabad and Mumbai 1995 First mobile phone call made in India on a Nokia phoneon a Nokia network. 1998 Saare Jahaan Se Acchha, first Indian ringtone in aNokia 5110


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Some First for NOKIA in INDIA.2004 Saral Mobile Sandesh, Hindi SMS on a wide range of Nokia phones 2004 First Wi-Fi Phone- Nokia Communicator (N9500) 2005 Local UI in additional locallanguage 2006 Nokia manufacturing plant in Chennai 2007 First vernacular newsportal


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MissionIn a world where everyone can be connected, we take very human approach totechnologyConnecting is about helping people to feel close to what matters. Wherever,whenever, Nokia believes in communicating, sharing, and in the awesome potentialin connecting the 2 billion who do with the 4 billion who dont. If we focus onpeople, and use technology to help people feel close to what matters, then growthwill follow. In a world where everyone can be


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VisionThe Vision of Nokia: Our vision is a world where everyone can be connected. Ourvision is to ensure that 5 billion people are always connected at any given pointand to achieve 100 fold more network traffic


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Why NOKIA on Top ?Developing affordable mobile devices that can contribute to increased economicgrowth and quality of life Constant innovation. Focusing on human technology;enhancing communication and exploring new ways to exchange information. Thats whyNokia will never stop finding new ways of connecting people.


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Brand Personality Nokia focused on building customer, relationship and trust. Buildingfriendship and trust is the heart Nokia brand. Logo shows their brandpersonality.


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Marketing Mix : 4PsProduct Variety In every series of Nokia there are large number of sets thus largevariety. e.g. entry level include 1200,1208,1100,1110,1110i,1112 etc QualityNokia gain brand personality and market


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4Ps. Design Nokia sets are of various design such as Flip sets , Flat sets, Slidesets , Sets with rotating camera etc Features Each set of Nokia has its ownfeatures . The models of Nokia are


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4Ps. Brand Name Brand name is written on each set. Packaging On packaging of Nokiaset detail information about the set is given and packing is made attractive bypicture. Each set has its own booklet with information about its features.


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Price Price targeting both the ends Price range from Rs999 to RS 42700 Pricingstrategy Nokia also offer cash allowances.


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Advertising: qThough TV , Sign boards , Bill boards , Radio and NewspaperqBroachers , Posters ,Dummies and display stands Personal selling: qBy producttraining to Distributer.

Promotion


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Place Channels Nokia > Distributer > Whole seller > Retailer > Customer CoverageNokia is widely available all over INDIA


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Product Mix of Nokia 10009000 series Nokia 2000 series Basic series

Nokia 3000 series Expression series Active series

Nokia 5000 series Nokia 6000 series Nokia 7000 series Nokia 8000

series Premium series Classic Business series Fashion and Experimental series

Nokia 9000 series


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POLITICAL FACTOR

Macro Environment of Nokia

ECONOMIC FACTOR SOCIAL FACTOR TECHNOLOGICAL FACTOR ENVIRONMENTAL FACTOR:


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Segmentation Strategy Geographic: o Nokia immediate geographic target is rural India. o The totaltargeted population is estimated at 100 million. Demographic: o Male and female.o Ages 25-50, this is the segment that makes up 80% of the Nokia mobile phonemarket according to the NOKIA


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Consumer Segment Light Users Medium Users Heavy Users


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Heavy UsersOur target segment is heavy users We chose this Category because heavy user haveability to buy our product. In this category users like latest products withlatest features. Heavy users want something new and stylish.


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Target MarketNokia has mainly targeted Target market for the Nokia mobile phone is betweenages 20-40. Who want to use Something Special International Students Teenager and Business class


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POSITIONING OF NokiaNokia has created a distinct position in customer mind by Nokia logo..> Slogan> the future Know our past. Create

Latest Ring Tone


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CompetitorsMany Competitors in this area Motorola Sony Ericsson Samsung LG SharpPanasonic


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% Share

Nokia 37.2% Motorola 17.3% Samsung 9.8% Siemens 8.5% SonyEricsson5.2%


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RIVALRY AMONG COMPETITORS INDUSTRY GROWTH RATE: The industry has grown

by just 10% during 2007. This is down from the 23% growth rate seen in 2006. CONCENTRATION AND BALANCE: The major players are BenQ-Siemens, LG, Motorola,Samsung and Sony Ericsson. INFORMATIONAL COMPLEXITY: Devices are becoming morecomplex and getting features (picture, audio, video) that are outside the corecompetencies of traditional manufacturers.


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BARGAINING POWER OF BUYERS BUYER INFORMATION: Buyers have comparativeinformation about the product in terms of price and features.

BUYER CONCENTRATION: Network operators are

relatively concentrated and large service providers such as Orange and Vodafonehave high bargaining power.

SWITCHING COSTS: Individual buyers have low switchingcosts and are price or feature sensitive.

PRODUCT DIFFERENCES: Low degree of product

differentiation and any new feature or technology is quickly


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BARGAINING POWER OF SUPPLIERS SWITCHING COSTS: A large number of suppliers for non critical components. Forcritical components suppliers work closely with companies as they involve jointdevelopment of specialty inputs and subsystems. IMPACT ON DIFFERENTIATION :Companies could switch suppliers for non critical components but are closely tiedto them for critical components and sub-systems. THREAT OF FORWARD INTEGRATION:Suppliers do not pose any credible threat of forward integration even though


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THREAT OF NEW ENTRANTS -ENTRY BARRIERS PROPRIETARY PRODUCT DIFFERENCES: Technology and product designs areprotected by patents. BRAND IDENTITY: Powerful brand identity of the existingplayers developed through advertising and product excellence. ECONOMIES OF SCALE:High fixed costs means that volume is essential to companies. CAPITALREQUIREMENTS: Activities such as R&D and advertising requires large capitalcommitments. EXPECTED RETALIATION: Existing competitors have the financial cloutto deter new entrants. ACCESS TO NECESSARY INPUTS: Suppliers work closely with

existing companies and therefore critical components may only be available at apremium.


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Basis of Competitive Advantage Product competitiveness : Nokia profitably competes in all mobile device segments from entry-level to high-end. It has the broadestproduct portfolio in the market. Customer satisfaction : Nokia uses customizationto gain greater customer satisfaction R&D effectiveness: Nokia spent about USD 3.4Billion on R&D. Demand-supply network alignment : Nokia captures its potentialupside in high-demand situations by aligning its demand-supply network. End-to-end capability : Nokia systematically leverages its end-to-end capability by

integrating mobile devices, applications and infrastructure


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STRATEGIES

Price Strategy Market StrategyPush Pull Battery Strategy


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PRICING STRATEGY

Pricing Strategy Matrix Premium Pricing Penetration Pricing Economy Pricing PRICESkimming


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BATTERY ISSUEThree types of batteries are currently available for consumers Original Nokiabatteries. Batteries manufactured by third parties sold under own brand or no-brand Counterfeit batteries


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Nokia Batteries Meet ALL International Safety Standards Continuous control of the production and intensive product testing. Original Nokia batteries comply with all international standards,such as UL2054, UL1642,IEC 60950 etc. Manufactured with safety circuit, highestquality materials, correctly designed safety vent and clean, stable manufacturingprocess.


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Cases of Exploding Batteries 30-40 cases globally of exploding non-original batteries. Primary root cause of non-original battery failure is internal shortcircuit in the cell. Vast majority of short circuits caused by traumatic event(i.e., dropping the phone) which jeopardizes integrity of poorly manufacturedbatteries. In each and every case, the battery in question has proved to be a non-original battery (either third-party or counterfeit) which did not includeindustry standard safety measure.


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Nokias Response to Faulty & Illegal Batteries Nokia took all possible actions to ensure customer safety and satisfaction. Launched customer service program to help consumers andretailers recognize non original batteries. Replaced the batteries that weremanufactured during that period with original one & that too free of cost.


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SWOT ANALYSISSTRENGTHS

The Leader in the Industry High quality and professional team in the HRD Dept and a very strong R&D Unit. Strong Financial Backing. Great features ofNokia Handsets. Strong Customers Relation.


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WEAKNESS Heavy in weight ( Most Models ). Expensive than other competitors. Big inSize ( Difficult Handling )


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OPPORTUNITIES

Targeting right customers at right time. Increase their presence in the CDMAmarket, which they are just entering, as well as 3G and Edge. Can increase their Growth rate byreducing their profit ratio. Tax Reduction


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THREATS

Strong Competition. Saturation in Current Market Challenges of ContinuousTechnologicalDevelopment.


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CORPORATE SOCIAL RESPONSIBILITYEnvironment -Recycling -Packaging -Transporting Nokia helping hands -Blooddonations -Fund raising -Volunteering at hospitals -Arranging activities for underprivelege


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CSR contd Corporate giving-Disaster relief *drought in Euthopia *Sichuan earthquake in China *Cyclone nargisin Myanmar -Disaster recovery *Southeast asian Tsunami *Earthquake in Pakistan


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Conclusion Targeting Millions of internet users Low cost web enabling by 2010 Focusingon the lower end of thesociety.


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Presentation Include Ø Introduction Ø Brand Personality Ø Marketing Mix

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Transcript of Presentation Include Ø Introduction Ø Brand Personality Ø Marketing Mix